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My passion is data, analytics, and insights. The fundamental question is: what insights can you prove to make an impact on your business? I am a measurement leader for Analytic Partners. I lead our Marketing Science and Customer Engagement Team working directly with customer leadership teams. I serve to be a thought-leader, strategic partner, and consultant enabling our customers to drive their business forward utilizing best-in-class marketing sciences. Analytic Partners is a globally recognized leader in analytics and marketing measurement. Established in 2000 and headquartered in Miami Florida, AP has a significant presence across 15 offices worldwide, including North America, Europe, Asia-Pacific, and Australia. The company is dedicated to helping businesses leverage data-driven insights to optimize their marketing strategies and drive growth.Analytic Partners offers a wide range of services designed to provide comprehensive views of business performance. These views include Commercial Analytics, which integrates multiple data sources and advanced analytics techniques to offer insights into market dynamics, and Marketing Mix Modeling (MMM), which evaluates the effectiveness of marketing expenditures across various channels to maximize ROI.The company’s proprietary technology includes tools like GPS Enterprise, a commercial decisioning platform that provides real-time insights and adaptive planning capabilities, and ROI Genome, a benchmarking tool that offers valuable insights by integrating data from multiple industries and countries.Recognized as a leader in the marketing measurement and optimization space by Forrester, Analytic Partners is noted for its robust analytics capabilities and comprehensive service offerings. The company's commitment to innovation is evident in its continuous investment in advanced data science and technology, ensuring they deliver cutting-edge solutions to drive business growth and efficiency.Analytic Partners values strong relationships with clients and employees, providing tailored solutions to meet specific client needs and fostering a collaborative, inclusive work environment that drives innovation and excellence. Their global reach allows them to address the unique needs of businesses across various markets, making them a trusted partner for many top-tier international companies.
Analytic Partners
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Senior Director Of Marketing Science, Customer Engagement TeamAnalytic Partners Aug 2024 - PresentMiami, Florida, Us• Strategically manage portfolio of clients, providing thought leadership and tactical insights for analytic engagements (e.g., Marketing Mix Models, Media Effectiveness, Cross Media Attribution, Pricing Strategy)• Drive revenue growth by identifying new opportunities and expanding analytic programs regionally; collaborate with Finance and CET partners to ensure financial accuracy• Provide hands-on team leadership to ensure timely and effective customer deliverables. Drive objectives by communicating and managing expectations; planning, monitoring, evaluating, and reviewing progress; anticipating and diplomatically resolving potential issues with internal and customer partners• Partner with Product Team to enhance customer adoption of our technology platform• Ensure balanced resourcing across offices for active and planned revenue• Train and coach team members, guiding career growth and performance management• Present action-oriented, insightful analytical reports to customers; provide expert consultative advice• Contribute to internal initiatives to drive organizational efficiency and scalability; establish best practices• Advocate for company vision and values, fostering a culture of accountability and engagement
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Director Of Media EffectivenessTarget May 2021 - May 2024Minneapolis, Mn, Us• Led Target's Media Effectiveness team and Target’s measurement strategy responsible for driving ~$23B in revenue. Responsible for vendor contracts/SOWs, measurement approach and technologies, internal processes, and manage multiple teams including 21 solid/dotted line reports across all • Built Target's Media Mix Modeling and Multi-Touch Attribution capabilities and product evolution. Evangelized measurement, reduced vendor redundancies, and created streamlined data governance• Managed $1B+ in media budget allocation and optimizations across entire consumer journey. Led media recommendations against enterprise goals for leadership including Target’s CMO, VP of Channels & Activations, Sr. Director of Marketing, CFO, and other teams and leaders• Responsible for annual planning, forecasting, ROAS (Return on Ad Spend) strategy, media mix optimizations, seasonal planning, and campaign budgeting for marketing leadership and Finance. Deliverables include weekly, monthly, quarterly, and yearly insights and recommendations • Developed enterprise dashboards for Target leaders measuring campaign performance, creative performance, new guest acquisition, tactic/strategy performance, and merch/division attributed revenue • Owned secondary research relationships with Nielsen, iSpot, Essence for holistic insights• Created new reporting and process deliverables with cross functional teams including Marketing Effectiveness, Product, Channel Teams, and Guest Engagement for deeper, more holistic storytelling -
Senior Manager Of Marketing Science, North America Consumer Direct ScienceNike Jan 2018 - Apr 2021Beaverton, Or, Us• Led North America’s Marketing Science’s insights and recommendations to NA Leadership, Global Leadership, VP of Nike.com, and the GM of North America. Deliverables and recommendations include: Corporate Strategy Review (CSR), Annualized Operating Planning (AOP), Quarterly Business Review (QBR), Monthly Forecasting (BOM), and weekly Biz Review• Built NA’s Marketing Sciences’s MMM and MTA model and product, evangelized methodology and application for the geo including measurement, forecasting, creative insights, and risk assessment • Managed 3rd party team of Analysts, Data Scientists, Solution Architects, Product Managers and Advisory Services (12 team members)• Drove cross-channel media efficiency analyses and scenario modeling. Provide recommendations for budgets, allocation and impacts for redistribution of marketing investments. Executed Nike's marketing strategy against $200M+ a year in budget driving ~$2B in revenue for the Nike.com business • Partnered with North America Digital Brand, media agencies and NA Leadership to leverage Marketing Mix Modeling & Multi-Touch Attribution: building tools, custom reports and providing consultation• Standardized measurement application utilizing models, tools, and forecasting methodologies I designed across Global Nike Measurement Sciences teams including EMEA, Greater China, and APLA• Responsible for ad-hoc analyses delivered to North America's GM of Nike and Nike.com and VP of Nike.com• Developed and executed audience analysis with Global Consumer Direct Sciences, AB testing and using multiple data sources and methodologies for Nike Direct team -
Senior Manager Of Customer SuccessMarketing Evolution Apr 2017 - Oct 2017New York, Ny, Us• Managed teams responsible for analysis, insights, and strategy of over $100M in marketing spend per year. Specialized in Entertainment including TV and Movies, as well as the Airline Industry and Insurance. Clients included FOX, NBC Universal, Turner, MetLife, Aeromexico and National Geographic• Complete CRM and account management of $3.5M in revenue for Marketing Evolution per year• Delivered final PPT/Dashboard results in-person including budget allocation recommendations and optimizations to Marketing CMOs, VPs and Directors • Oversaw QC validation of data inputs, tagging online media and delivering all Marketing Evolution platform software• Specialized in verticals driving upper and lower-funnel strategies including Awareness, Consideration, Intent, and Conversion• Responsible for client and media agency relationships including Media Planning, Strategy, Creative Insights, Optimizations, Methodology Overview, and Platform Training• Managed multiple teams to deliver cross-channel attribution including overseeing Product, Software, Modeling & Algorithms, and Sr. Analysts -
Manager Of Customer SuccessMarketing Evolution Aug 2016 - Apr 2017New York, Ny, Us• Led team of analysts for Multi-Touch Attribution use and relationship with end-client• Embedded with end-client's marketing teams to ensure measurement was aligned with business objectives and provided impactful analyses• Traveled in-person to present PPT/product deliverables to client leadership including Directors, Sr. Directors, and CMOs, and influence media/creative decisions• Worked across 5+ clients at any given time and was responsible for SOWs and contracts for the accounts• Oversaw E2E process of attribution deliverable from modeling, product teams, and my team of analysts to final deliverable• Responsible for teaching, grooming, elevating analysts on my team and being a mentor to specific individuals
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Senior AnalystMarketing Evolution Jan 2016 - Aug 2016New York, Ny, Us• Provided Multi-Touch Attribution Insights for end-clients delivering media mix, creative, strategy, and tactic recommendations driving their business forward• Ran heat-map analysis against demographics to uncover attribution impact against different targeted segments• Utilized attribution tools, products, and backend SaaS programs such as Python to compile data and run attribution analyses• Helped Product with tool building and partnered with other analysts to improve reporting and results• Led analysis on 5+ accounts at a given time delivering PPT decks and stories to managers for end-client distribution• Helped oversee modeling efforts and coefficient reviews with modeling + analyst team for my accounts to understand media/creative impacts in the industry
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Manager Of Panel OperationsInstantly, Inc. Dec 2014 - Jan 2016Us• Managed all technical developments relating to Business Development's client and partner initiatives• Responsible for Adaptive Profiling- Profile Management Platform and all of Instantly's dynamically stored data• Adviser for Instantly's implementation of engagement efforts, process development for Panel Operations and data matching procedures• Responsible for all of Instantly's panel experience through our proprietary SaaS platform• Reviewed all data integrations including Instantly's panel quality and integrity with clients, as well as the upkeep of existing profiles, programming, localization, pathing of logic, and research• Strategic point of contact for all of Instantly's secure internal and external data deliveries including FTP and SFTP transferring -
Associate Panel ManagerInstantly, Inc. Feb 2014 - Dec 2014Us• Responsible for panel data of survey respondents and it's integrity, 3rd party integration, and DIY tools for analytics• Translated entire panel dataset into 10+ different languages for multi-country use• Enchanced panel data by getting TrueSample verification for real users and enchancing the integrity of Instantly's panel quality• Worked on improving websites part of the users panel experience• Partnered with Product, Engineering, Sales, and Tech on survey delivery, website A/B testing, staging and production environments for improvement, and selling our 1st party data with 256-blind hashing• Lead relationships with LiveRamp and TrueSample on data improvement and quality
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Senior Project ManagerCint Nov 2012 - Aug 2013Stockholm, Stockholm, Se• Managed over $1.25MM in projects including 18+ country Automotive Tracker• Led over 65+ projects in a given quarter leading the PM department across entire company• Responsible for client relationships and research projects in all DIY technology platforms and Project Managed• Managed overseas team members for daily data initiatives• Worked with multiple Client Liaison teams in Europe and US for cross-continental trackers and delivery • Provided research consultation to clients on multiple SaaS platforms including proprietary tools• Delivered kick-off calls and project deliverables discussing research setup, design, implementation, and results• Responsible for all troubleshooting, outsourcing of Panel Supply, and any Project Related issues that would impact feasibility -
Project ManagerCint Sep 2011 - Oct 2012Stockholm, Stockholm, Se• Coordinated and implemented quantitative, qualitative research projects in the US and Worldwide• Assisted sales department with projects from start to finish including bidding decisions and final invoicing• Aided international team members with transcontinental projects for overnight and weekend support• Provided research consultation including demonstrations, tutorials, FAQs, troubleshooting, data analysis, and ad-hoc requests• Used multiple SaaS programs including sampling, Salesforce, survey building (including Survey Monkey, Fulcrum, Qualtrics, Confirmit etc.), help portals and data analytics tools (crosstabulation internally/externally)
Brandon Parker Skills
Brandon Parker Education Details
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Uw Foster School Of BusinessMba -
Boise State UniversityMarketing
Frequently Asked Questions about Brandon Parker
What company does Brandon Parker work for?
Brandon Parker works for Analytic Partners
What is Brandon Parker's role at the current company?
Brandon Parker's current role is Senior Director of Marketing Science, Customer Engagement | Nike & Target Alum | UW Foster School of Business.
What is Brandon Parker's email address?
Brandon Parker's email address is br****@****ail.com
What is Brandon Parker's direct phone number?
Brandon Parker's direct phone number is +150332*****
What schools did Brandon Parker attend?
Brandon Parker attended Uw Foster School Of Business, Boise State University.
What skills is Brandon Parker known for?
Brandon Parker has skills like Market Research, Customer Insight, Marketing Strategy, Quantitative Research, Marketing, Analytics, Sales, Online Research, Saas, Analysis, Online Marketing, Advertising Research.
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